- Commercial links create an incentive to be positive.
- UK rules require incentivised endorsements to be labelled.[1]
- Good review sites apply one set of criteria to every brand.
- Linked documents let readers check claims for themselves.
The commercial links behind reviews
| Arrangement | How it works | Incentive |
|---|---|---|
| Affiliate link | Commission on each sale through the link | Recommend products that convert |
| Sponsorship | Payment for coverage | Positive coverage of the sponsor |
| Free product | Product supplied for review | Goodwill towards the brand |
| Commercial partnership | An ongoing business relationship | Favouring the partner |
How incentives can shape reviews
- SelectionOnly products that pay commission get reviewed.
- RankingHigher commissions rise to the top of “best of” lists.
- FramingWeaknesses glossed over, health claims repeated uncritically.
- Missing comparisonsBetter-documented products omitted because they don’t pay.
None of this is inevitable. Commercial links are common across publishing, and many sites handle them well. What matters is transparency and consistent criteria.
What UK rules require
Since 6 April 2025, UK law has banned reviews that conceal they were incentivised, alongside fake reviews and misleading review information.[1] Incentivised reviews are allowed if clearly disclosed,[2] and the CMA expects incentivised social media endorsements to be clearly labelled as advertising.[1] So a sponsored post or a paid “review” that doesn’t say so is not just poor practice; it may break consumer law. See reporting a problem.
How to judge a review site
- Find the disclosureIs it clear, near the recommendation, and in plain words?
- Check the criteriaAre they published, and applied to every brand?
- Check the evidenceAre laboratory reports linked so you can read them yourself?
- Look for limitsDoes the site say what its evaluation can’t show?
- Check the health claimsAre they matched to the evidence, or repeated from marketing?
How Best Shilajit UK handles this
We apply one set of published criteria to every brand, link the original laboratory documents so readers can check them, and note partner brands wherever we recommend them. Nature Elixirs is a brand evaluated by Best Shilajit UK. Read our evaluation to see the evidence and documentation we reviewed. That relationship doesn’t change the criteria or the evidence standards; a partner brand is evaluated against the same checks as any other, and the documents are there for you to read. Our full policies are on affiliate disclosure, conflicts of interest and editorial independence, and our method on how we review products.
The bottom line
Commercial relationships are common in publishing, including on supplement review sites, and they don’t automatically make a review dishonest. What matters is clear disclosure, consistent criteria and linked evidence you can check yourself. Those are the standards we hold ourselves to, and they are the standards worth expecting from any site that recommends a shilajit product.
A reader’s checklist for any shilajit review
| Question | Good sign |
|---|---|
| Is there a commercial relationship? | Disclosed clearly, near the recommendation |
| Are the criteria published? | Yes, and applied to every brand |
| Is the evidence linked? | Laboratory reports you can open yourself |
| Are limitations stated? | The review says what it can’t show |
| Are health claims accurate? | Matched to evidence ratings, not marketing |
Our related guide how to evaluate a shilajit review before trusting it turns these into a step-by-step method.
Free products and “honest review” requests
Some brands send free products in exchange for an “honest review”. The product may be genuinely good and the review sincere, but a free product is still an incentive, so it should be disclosed. Under UK rules, concealing that a review was incentivised is banned.[1] When you read a review that mentions a free sample, weigh its observations about taste or texture, and look elsewhere for evidence about safety and effects.
How “best of” rankings can be shaped
Ranked lists are where commercial influence is hardest to see. Positions can reflect commission rates rather than quality. A trustworthy list explains its ranking criteria, applies them consistently, and links the evidence behind each pick, so you can check the order for yourself.
What a clear disclosure looks like
A clear disclosure is short, plain and placed where you make your decision: near the recommendation, not hidden in a footer. “We earn a commission if you buy through this link” or “This brand is a commercial partner” tells you what you need to know.
Frequently asked questions
Are supplement review sites biased?
Some are influenced by commissions or sponsorship. Look for clear disclosure, consistent criteria and linked evidence.
Do review sites have to disclose affiliate links?
Does an affiliate link make a review untrustworthy?
Not automatically. It creates an incentive, so check whether claims are backed by documents and the same criteria apply to every brand.
Does Best Shilajit UK have commercial relationships?
No. Nature Elixirs is a brand evaluated by Best Shilajit UK, not a commercial partner. Our assessment follows the same published criteria used to evaluate other brands, with supporting evidence and documentation linked where available.
How can I check a review’s claims myself?
Ask for or open the batch laboratory report and compare it with the claims. See how to read a COA.
Is a sponsored social media post an advert?
Yes. Incentivised endorsements should be clearly labelled as advertising.[1]
Where can I report undisclosed sponsored reviews?
What is the most important thing a review site should show?
Linked evidence you can check yourself, alongside a clear disclosure of any commercial relationship.
Sources & further reading
Primary research, regulators and standards bodies are cited first. A source being listed here does not mean it supports every claim made by sellers; it supports the specific statement it is attached to.
- Osborne Clarke. CMA puts fake reviews and endorsements in UK under spotlight. osborneclarke.com, 2025. View source (opens in a new tab) [Legal analysis (secondary)]
- Ashurst Perkins Coie. From five stars to fines: the risks of fake reviews in the UK. ashurstperkinscoie.com, 2025. View source (opens in a new tab) [Legal analysis (secondary)]